The Rochester Democrat & Chronicle reports the station will focus on “hit music from Latin America, talk radio, community programming and syndicated news, including reports from Puerto Rico.” William Santiago, President of local Spanish-language marketing agency Uno Communication, will join Genesee as General Manager of WRSB. Santiago has hosted the “Dimension Latina” program in the market for the past several decades. It most recently aired on Rochester Institute of Technology’s 89.7 WITR Henrietta.
The new format will compete with Ibero American Action League’s “Poder 97.1” WEPL-LP Rochester.
WRSB recently moved its FM simulcast from 105.5 W288CS to 97.5. It also swapped call letters with sister 1310 WOKR Canandaigua, which dropped the CBS Sports Radio programming and flipped to Talk last month.